Fridai set out to connect with a single, passionate community—gamers. To create a brand they’d embrace, we immersed ourselves in the gaming world, exploring every level of the culture, from die-hard pros to casual players. By understanding their rituals, humor, and emotional touchpoints, we crafted a visual identity, messaging, tone of voice, and key visuals that truly resonate.
Building on our insights into the gaming community, we crafted a brand that tapped into insider references to cult games and characters, forging an authentic connection. This strategy informed our messaging, visual guidelines, and the creation of bespoke content for Fridai’s website
